Software Sales Tips by Matt Wolach

Sales Tips

The Three T’s of Cold Email Outbound Success: A Guide to Boost Your Campaigns

The Three T’s of Cold Email Outbound Success: A Guide to Boost Your Campaigns

Today we’re diving into the essentials for cold email outbound success in the software world. These key elements all start with the letter “T,” and mastering them can transform your email campaigns from mediocre to fantastic. If you miss out on these, your efforts might fall flat. I’m currently on a beautiful beach in Greece with my family, enjoying an amazing vacation, but I just had to share these insights with you. Let’s get started!

1. Target

First and foremost, you need to have the right target. This means identifying the correct audience for your emails. No matter how compelling your email script is, if you’re not reaching the right people, your efforts will be in vain. Make sure you have a list of contacts who are likely to benefit from your software product or service. Research your potential customers, understand their needs, and tailor your emails to address them.

Key Points:

  • Identify the right audience.
  • Ensure your contacts list is accurate and relevant.
  • Tailor your message to your audience’s needs.

2. Tech

The second “T” stands for tech. This refers to the technical setup of your email campaign. Using the right tools and practices is crucial for successful email delivery and avoiding pitfalls like blacklisting. A common mistake is sending emails from your main domain, which can lead to your domain being blacklisted if too many recipients mark your emails as spam. Instead, use alternate domains specifically for your outbound campaigns.

Key Points:

  • Do not use your main domain for cold emails.
  • Set up alternate domains (e.g.,, for outbound campaigns.
  • Ensure your technical setup complies with best practices to avoid blacklisting.

3. Technique

The final “T” is your technique. This encompasses what you say, how you say it, and the structure of your email sequence. Crafting the right message is crucial. Avoid sounding like a spam bot, keep your emails concise, and focus on value. Your emails should be engaging and personalized to increase the likelihood of a response. Additionally, persistence is key—don’t stop after one or two emails. Follow up multiple times to warm up your prospects.

Key Points:

  • Craft personalized, concise, and engaging emails.
  • Avoid spammy language and overly long messages.
  • Follow up multiple times to increase engagement.

Putting It All Together

Success in cold email outbound campaigns hinges on the synergy between these three T’s: target, tech, and technique. You need to reach the right audience, use the proper technical setup, and craft effective messages. Neglecting any of these elements can hinder your campaign’s success.

When you get all three right, you’ll find your emails more welcomed, your engagement rates higher, and your overall success in outbound marketing improved. Picture yourself on a beach in Greece, enjoying the fruits of your effective email campaigns—sounds great, right?

Quick Recap:

  • Target: Reach the right audience.
  • Tech: Use the correct technical setup.
  • Technique: Craft effective, engaging emails and follow up persistently.


By focusing on these three T’s, you’ll be well on your way to achieving cold email outbound success. Now, go out there and make your email campaigns amazing!